Why a mission and vision?

A clear mission and vision act as a compass on a ship, they give direction to the journey of your organization. They are not just words; They form the basis for strategic decisions, inspire teams and create trust with customers.

The difference between a mission and vision

Although a mission and vision are often used interchangeably, they each have a unique meaning: 

• Mission: this is the 'why' of your organization and tells what you stand for. It answers the question why your organization exists at all. It is like the hull of the ship, which offers stability and ensures that the ship reaches its destination.
• Vision: This is the future dream of your organization. It indicates where you want to go, what your organization goes for. It points the direction in which you want to sail, as the helm of the ship that determines the course for new horizons.

By taking the time to define an inspiring mission and vision that fits your organization, you put a solid foundation for growth, success and impact.

Formulating a mission

Use the 'Golden Circle' from Simon Sinek as an aid to formulate your mission. Ask yourself questions such as:

• What do we stand for?
• Why does our organization exist? 
• What is our main motivation?

The mission is like the heart of your organization. It is the core, the essence of who you are and what you stand for. A strong mission can be a powerful tool that keeps your organization on track, even in wild waters.

Formulating a vision

When formulating a vision you look at the future of your organization. Think about the following: 

• What is the dream of your organization?
• What are developments in your industry and with your customers?
• What do you want to achieve in the long term and how are you going to realize your ambitions?

The vision is like the horizon; The point you are sailing to. When you know that, you also know what course you should take to get there.

Examples for inspiration

Imagine that a company is committed to sustainability and promotes a worldview in which environmental friendliness is paramount. In practice, this mission and a vision translate into actions such as the use of recycled materials in production, sustainable energy generation and reducing waste. Employees are also encouraged to make environmentally conscious choices. In this way, the mission and vision of the company actively inspire and steer into a culture of involvement and unity around shared values.

Here are some examples of missions and visions of well -known organizations to better understand their guiding and inspiring qualities. These are purely examples for illustration:

• Tesla:
  Mission: "Tesla's mission is to speed up the transition to sustainable energy by offering clean, affordable electric mobility and energy storage systems of the highest quality."
  Vision: "A world in which electric cars are the norm and fossil fuels are a thing of the past."
• Starbucks:
  Mission: "Our mission is to create inspired moments of human connection by offering coffee of the highest quality."
  Vision: "Creating a warm, inviting place where people come together to enjoy quality coffee and experience a sense of community."
• Microsoft:
  Mission: "Our mission is to enable people and organizations around the world to reach their full potential."
  Vision: "A world in which technology enables everyone, everywhere and at any time to achieve more."
• Nike:
  Mission: "To offer all athletes in the world inspiration and innovative products, and to help them push their limits."
  Vision: "We want to be the leading sports brand in the world. We strive for continuous growth, innovation and excellence in everything we do."
• Walt Disney Company:
  Mission: "It is our mission to bring pleasure and happiness to people of all ages around the world, through entertainment and imagination."
  Vision: "We strive to be the world's most prominent producer and supplier of entertainment and informative products. We want to be the best in everything we do."

Anchoring mission and vision in your organization

To anchor your mission and vision in your organization, you should not only see them as static documents, but as living guiding principles. Communicate and repeat them regularly, both inside and outside your organization, and integrate them into your strategic decision -making process.

Make sure that your mission and barei return to important business documents such as the annual report, on the website and in sales presentations. Organize further meetings and workshops to let the mission and vision live internally and set measurable objectives related to the mission and vision, and involve HR in this process. 

Complete your brand identity with brand values

In addition to the mission and vision, your brand values ​​also form an essential part of your brand positioning . Your brand values ​​reflect the core principles and beliefs of your organization. While the mission and vision tell what you stand for and go, the brand values ​​describe the way you want to get there. They act as guidelines for the behavior of your brand, both internally and externally. Curious about the importance and application of brand values? Then read our previously written article on this subject.

Also a strong mission and vision?

A mission and vision are not only buzz words, but act as the compass of your organization. With a clear mission and vision as a guide you as an organization can make thoughtful decisions, inspire the team and win the trust of customers. 

Do you want a strong mission and vision for your brand? We have already helped many organizations, from large to small, with a powerful mission and vision. During a driving session in 1 day, but also in intensive processes of several months. Feel free to contact us for a non-binding consultation . Together we create a unique mission and vision that inspires and makes an impact.